Amex Blue Card in £8m relaunch

American Express is ploughing up to £8m into revamping its Blue Card in the UK through a new hologram design, improved features and a £5m advertising push.

The move comes nearly two years after the credit card was launched, backed by a £10m adspend. Amex’s established charge card range has traditionally targeted business people, and the Blue Card was launched with the aim of stretching the company’s appeal to a younger, 23- to 35-year-old market.

The company refused to say how many people have become Blue Card holders, although it claims they account for nearly 20 per cent of its business. It says the card, which is only available in the UK, will be rolled out globally later this year.

The new card offers a 90-day guarantee on most purchases, an online fraud protection service, and retains a one per cent money-back offer on all transactions. It is also equipped with a smart-card chip, enabling Amex to add features at a later date.

The relaunch will be backed by a £5m ad campaign through Ogilvy & Mather Worldwide which breaks this week. It comprises four TV executions, supported by print and direct mail work. The campaign will include ambient media – such as beer mats and postcards in bars – and the launch of a dedicated website, called the Blue Zone, where cardholders can check their balance and find information on special offers.

Amex director of brand communication Katherine Witton says: “This is the next stage in the evolution of the brand – the new card will set the pace for the credit card market.”


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